For years, Popeyes has been bragging about the quality of its fried chicken, but now that the fast food chain says they beat KFC in an independent national taste test, it’s decided to take the battle right to the Colonel with a new marketing campaign that pits Louisiana against Kentucky.

Tension between many KFC franchisees and the chicken chain’s corporate leaders have reached a fever pitch in recent months, with the suits at HQ trying to revamp the eatery’s image while the upset franchise operators say it’s only alienating customers and hurting business.